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5 Reasons You Should Advertise On Bing

By Marc Reifenrath on February 11, 2016 in Digital Marketing

Bing is the default search engine on Windows, Internet Explorer, and Microsoft Edge. Despite it's reputation as the lesser search engine compared to Google, it still has a significant reach and should not be dismissed.

1) 21% Search Market Share In The U. S.

For years people have been wondering how the Bing search engine still exists and how they can continue to compete with Google search traffic. ComScore just released their latest U. S. Desktop Search Engine Rankings for the month of December, 2015. It is a clear indication that despite Google’s historic and consistent domination of the Search Engine Market, Bing is still a major player to be reckoned with. In December of 2015, Bing achieved a 21.1% search market share compared to Google’s 63.8% share. Although this is considerably less, it is not an insignificant amount. If you are not on Bing, you are missing out on valuable traffic.

2) Bing/Yahoo Network

Bing and Yahoo have a complicated partnership. However, when you set up and serve ads on Bing, you are also able to run your ads on the Yahoo search engine. Based on findings from the previously referenced study, Yahoo accounts for 12.4% of the U. S. search market share. This means that the combined reach of the Bing/Yahoo Network is equal to 33.5% of the market share. You could potentially be missing out on more than a third of the available traffic in your market if you are not advertising on Bing.

U. S. Search Market Share

3) Less Competition = Less Expensive

There is much less competition on Bing, which means that CPC’s and CPA’s are typically lower than you would expect on Google. Of course, this depends on the industry, but many times you are able to see a higher ROI on Bing because of it’s cost. This makes it a good option if you are working with a limited budget and would like to maximize your impact.

Related: 7 Website Analytics Metrics that Matter Most

4) Several Advantages Over Google Adwords

Bing Ads is not perfect and when you are comparing it to Adwords– it definitely has the feel of an upstart trying to break into the field. However, it does have several features that you cannot find in Adwords including: better social extensions, control of demographic targeting for search and more granular control of geographic targeting down to the Ad Group Level. These options are not for every advertiser, but they do give some distinct advantages that you cannot find on Google Adwords.

5) I’m a Bing Ads Accredited Professional

At this point, it should be clear that Bing cannot be ignored in the search engine industry, but now what? It's time to get your business advertising and potential customers interacting with your brand! It’s official--I’ve gone through the training, passed the exam, and can now call myself a Bing Ads Accredited Professional. I've learned the ins and outs of Bing Ads and can troubleshoot any issues and identify the best strategies available. As an expert on the platform, I can help launch and maintain your ads at the highest possible standard. Contact our strategy team or myself and let us get you started on Bing today.    

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